1. Introduction
With the progression of organizations into hypercompetitive markets, the continuous need to innovate and
communicate becomes harder and thus there is a need to adopt specialized generic strategies to reach out to
customers differently and to gain competitive advantage (Drobis, 1991). No advantage is sustainable on a
prolonged basis as the competing organizations will eventually imitate the product. Even when the attempt to
imitation does not take place, the rapid change in the technological evolution tends to shorten the lifespan of the
technological resources and technological know-how. Thus to create a sustainable competitive advantage, there
should be a sustenance in holdings in the incumbent organizations